Sales Development

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Job Description

As a Sales Development Representative (SDR) you are focused on driving net new business for the company. We thrive on competition and our ability to cold call/email. You will be aligned with Account Executives (AE’s) to work a strategic list of 50-100 targeted accounts on a quarterly basis..


You will be expected to:

SDR Onboarding

To prepare you to be a successful SDR at GitLab we have created a 4 week bootcamp (link to sales bootcamp url). At the end of 4 weeks, success is defined as preparing you to have conversations with prospects and create sales opportunities. Each week there will be a defined goal of what you should learn and be able to apply with information and training to support the learning objective.

SDR Master Onboarding

SDR Playbook Onboarding

Working with AE’s

A good portions of your job requires you to work with assigned AE’s. This is key to our role as SDRs’ because they will not only help you create an appropriate strategy to go after specific accounts, but they will help you build your career as a future AE for GitLab. It is crucial that you build a relationship of honesty and trust.

Account Distribution

Account Management

SDR/AE Relationship


SDR Daily Stand-up Meeting

The purpose of the SDR daily stand-up meeting is to set daily goals for ourselves and to review what we did the day before. This helps each of us individually to make sure we are on track to hit our monthly numbers. Also, it is a good time for us to reflect on what is working well and what we are struggling with when it comes to our goals we set each day.

SDR Weekly Team Meeting

The purpose of the weekly SDR team meeting is to go over important changes that are happening with the team, update on monthly metrics, open discussion on any questions people have, hiring updates, etc. It is important for us to meet each week as a team just to see each other and to be able to talk with each other as a group.

Criteria for an SQL

  1. Authority
    • What role does this person play in the decision process? (i.e. decision maker, influencer, etc.)
    • OR is this someone that has a pain and a clear path to the decision maker
  2. Need
    • The buyer has either a defined project or a pain has been identified
    • If organization already has an open opportunity or is a customer, SQL needs to be for a different group, buying process and budget.
  3. Required Information
    • Number of potential EE users on this opp
    • Current technologies and when the contract is up
    • Current business initiatives
    • When naming opportunity, make sure to add in division or group to the opportunity name
  4. Handoff
    • The buyer is willing to meet with an AE

Criteria for Sales Accepted Opportunity (SAO)

  1. SQL Definition Met
    • AE confirmed authority and need
    • AE confirms number of potential EE users
    • AE confirms that the SQL information is logged into SFDC

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  1. Handoff
    • The SDR has made an introduction with the AE to the prospect via email
    • SDR schedules a calendar invite with buyer and AE
    • The SDR confirms the agenda and set expections for the phone call
  2. Meeting Completed
    • The AE conducts the first meeting via phone (it is recommended that the SDR is on the phone call as well)
    • The AE re-confirms the information passed by the SDR
  3. Next Step Identified
    • The AE schedules a next event with the AE (typically another phone call to dive in deeper to the clients pains and needs)
    • The AE has 1 business day to accept/reject the opportunity

Ramping for new hires

If you started carrying a quota at the beginning of the month:

Month 1:

Month 2:

Month 3+:

If you started carrying a quota halfway through the month:

Month 1:

Month 2:

Month 3+:

Salesforce Hygiene for your opportunites

SDR sourced opps This is the report that the leadership uses to see all the opps that have been created from the SDR team. I strongly recommend that you live in this report for the opps that you are creating. If you make sure that all the above information is as accurate as possible it will help you to not be under the microscope from your manager and the executive team.

I highly recommend also to stay on top of your AE’s to make sure they are progressing the opportunity from BDR qualified to Discovery stage to make sure you get paid on the opps that you are creating. All of the above steps and processes are only going to help you create healthy habits for when you become an AE.

It will be in your best interest to also sit in on as many meetings as possible with your different AE’s and at different stages in the buying process to see how the AE’s work with prospects beyond qualifying. The idea is to create a habits for success.